LinkedIn’s new Measurement Insights tool transforms how B2B marketers assess ad performance. If “Measurement” has replaced “Analyse” in your Campaign Manager, you’re already part of the rollout of Measurement Insights.
What Makes This Tool Different?
The Measurement Insights tool represents LinkedIn’s acknowledgement that its true strength lies not in competing on price but in demonstrating the superior quality of its targeting and traffic. This AI-powered Measurement Insights analyses up to 50 recent touchpoints per user across your funnel, giving you visibility into how companies and individuals engage with your content.
Breaking Down the Key Features of Measurement Insights
Measurement Insights organises campaigns into three primary buckets:
- Awareness (brand awareness campaigns),
- Consideration (engagement, video views, and website visits campaigns),
- Conversion (lead generation, website conversions, and talent leads campaigns).
- A fourth bucket, Revenue, appears when you connect your CRM to Measurement Insights, showing how LinkedIn interactions translate to actual business outcomes.
The new performance chart in Measurement Insights lets you overlay up to three metrics simultaneously over your selected period. This provides far more context than previous LinkedIn reporting capabilities, allowing you to spot trends and correlations that were previously difficult to identify.
Perhaps the most valuable feature of Measurement Insights is how the tool identifies your top-performing audience segments. It analyses which job functions, seniorities, locations, company sizes, and industries engage most meaningfully with your content at each funnel stage. This intelligence can help refine your targeting strategy and content approach.
What’s Good and What’s Not About Measurement Insights
Measurement Insights makes it easier to see how your ads are doing with better charts and visuals than LinkedIn had before. You can now see how companies move through your marketing process from start to finish. When you connect your customer database (CRM), Measurement Insights can show you which LinkedIn ads actually led to sales.
But Measurement Insights has some problems too:
- You can’t look at individual campaigns or ads in detail
- It calls campaigns “top performers” based on how many leads they get, not on cost or efficiency
- It groups your campaigns based on LinkedIn’s categories, not how you actually use them in your marketing plan
How to Get the Most from Measurement Insights
- You need to know what LinkedIn means when using terms in Measurement Insights. This tool will put your campaigns into marketing stages not by how you use them in your strategy, but based on what you selected when creating them.
- When it says something is a “top performer,” it just means it got the most leads—not that it got leads at the best price.
- Connect your customer database to get the most from Measurement Insights. This shows you which LinkedIn activities actually turned into sales. You’ll see exactly how your LinkedIn ads affect your bottom line.
- Compare LinkedIn’s Measurement Insights attribution model with your measurement approaches. LinkedIn’s perspective is valuable, but should complement rather than replace your existing frameworks.
- Experiment with filters in Measurement Insights by toggling between individual and company views, and filter by funnel stage to discover actionable insights that might otherwise remain hidden.
- Since Measurement Insights organises by objectives rather than your intended funnel stage, consider incorporating funnel position into your campaign naming conventions. Names like “TOF_Whitepaper_ITManagers” make it easier to identify your true funnel strategy despite LinkedIn’s objective-based categorisation.
Looking Ahead
While the current iteration of Measurement Insights has limitations, it signals LinkedIn’s commitment to solving the platform’s longstanding perception problem around value versus cost. The AI-driven approach means Measurement Insights will likely improve rapidly as it processes more data.
For B2B marketers who’ve long struggled to justify LinkedIn’s higher CPCs to stakeholders, Measurement Insights provides more ammunition to demonstrate true business impact beyond surface-level metrics.
As you explore these new insights from Measurement Insights, remember to provide feedback to your LinkedIn rep — this is clearly just the beginning of LinkedIn’s measurement evolution.
You need to know what LinkedIn means when using terms in Measurement Insights. This tool will put your campaigns into marketing stages not by how you use them in your strategy, but based on what you selected when creating them.
Want to learn more about how Measurement Insights works? Schedule a quick 15-minute chat and let’s explore how it can work for you!
